News & Views

Cannes Lions / Film Winners

Two Grand Prix awarded in the Film category as jury declares that a diversity of screens requires a diverse approach

Capping an extraordinary week of Cannes Lions success, McCann Melbourne's public service juggernaut for Metro trains, Dumb Ways to Die, claimed yet another Grand Prix in the film category, an honour also awarded to Intel's The Beauty Inside web series by Pereira &O'Dell San Francisco.

Hegarty was backed up with conviction by juror Judy John, CEO and CCO of Leo Burnett, Toronto: 'Just because you can doesn't mean you should. There's an art to editing and crafting ideas: you still have to be interesting and you still have to hold our attention.'

Discussing the fine line brands have to walk in this category, Ant Keogh, ECD at Clemenger BBDO, Melbourne suggested that work often seems to fall into one of two traps: 'Either the brand is really obvious and the entertainment isn't, or the work is entertaining but the brand isn't really visible.'

For the film jury, the Grand Prix-winning campaigns were exceptional for perfectly matching the medium to the message, and for exploiting available technology and social tools to connect effectively with audiences at an absolutely human level.

Gold Lions were awarded to films spanning the sincere, including Dove's Real Beauty Sketches by Ogilvy Brasil, Sao Paulo, which was also awarded Titanium Grand Prix, and Channel4's Meet The Superhumans (4creative, London) to the hilarious, such as Carlton Brewery's Beer Chase (Clemenger BBDO, Melbourne), and Southern Comfort'sWhatever's Comfortable Beach (Wieden+Kennedy, New York).

Unilever scored highly with Dove claiming another Gold Lion for Camera Shy, through Ogilvy & Mather, London, and Axe picking up a Gold Lion for Susan Glenn, by BBH New York.

Meanwhile, the Film Craft jury, led by director Joe Pytka, recognized the extraordinary impact of Channel 4's spine-tingling Meet the Superhumans spot, awarding a Grand Prix to 4creative, London for a truly dazzling piece of work.